The hurricane that flooded Houston and Amazon’s announcement that it is going to build a second corporate headquarters outside of Seattle are reasons to think about Reno’s future. Houston is America’s fifth-largest metropolis. Pre-Irma, Houston’s image was that of a sprawling economic dynamo with an abundant supply of affordable housing. This was often attributed to laissez-faire land-use policy. Widespread flooding of neighborhoods built on environmentally sensitive areas demonstrated liabilities to this approach. Like New Orleans before, devastation may redefine Houston. It could become a smaller city in population size and less attractive for private economic investment.

Amazon’s headquarters announcement is not as easily understood. The company’s plan for a second headquarters that will create 50,000 jobs ignited a frenzy among cities hoping to land the prize. A cynical view is that it is a ploy to ignite a public incentives bidding war. Cynicism aside, Amazon announced it is looking for “locations with the potential to attract and retain strong technical talent” and “communities that think big and creatively when considering locations and real estate options.” People are wondering about the meaning of this.

Three large, glass-covered domes are as part of an expansion of the Amazon.com campus in downtown Seattle. Amazon said it will spend more than $5 billion to build another headquarters in North America.(Photo11: Elaine Thompson, Associated Press)

I think the key words are “attract” and “talent.” While local focus has been on Amazon’s relatively low-paying warehouse jobs, the company also employs high-paid office workers. These technical workers are among those doing best in the post-recession economy. As such, it stands to reason that these individuals have personal requirements about where they want to live.

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Amazon-level growth could lead to increased traffic and other strains on infrastructure.
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In Seattle, Amazon workers enjoy a community that makes the most of its geographic setting and also has a pleasing built urban environment. Seattle residents enjoy access to protected natural lands (thanks to Washington state and federal policy). A northwestern ethic of urban planning delivers quality park systems, walkable neighborhoods and interesting business districts. All make for a high quality of life.

So why is Amazon looking for a second city? In part, because Seattle’s high housing costs have followed the trajectory of job-rich American cities and are becoming out of reach for even well-paid workers. As previously noted, however, the Houston model, while supplying ample housing, falls short.

The next great American city will be a job attractor, provide residents a high quality of life, and keep housing costs in check. Reno has as strong chance as any city to get this right. Our current population size and environmental risks are manageable, our geography is spectacular and we still have land to expand (but must be vigilant against premature sprawl). We’ve also recently been attracting outside investment and jobs.

If we want to meet this challenge, community focus must be surgical. It will involve widespread participation, and Carson City leadership is essential. It is an audacious undertaking. Some groundwork is underway, but we have a long road ahead.

Jenny Brekhus is a member of the Reno City Council representing Ward 1.